B2B marketers will focus their efforts – and dollars – on in-house email marketing, SEO and social media this year, according to recently released survey results.
Research firm Software Advice kicked off the 2012 B2B Demand Generation Benchmark poll last fall. Their goal was to provide marketing professionals benchmarks to compare their lead generation performance to peers.
The survey asked questions about the effectiveness of various channels, offers and content for lead quality and volume. Experts also queried marketers about their spending priorities in 2013, both over all and by channel.
To help analyze these results, CRM Analyst Ashley Verrill interviewed Eloqua Marketing Programs Director Elle Woulfe. In this video, she discusses the survey group’s opinions bout the most effective channels for lead generation.
And below are the detailed results of our survey.
Most Popular Channels
The graph below illustrates the percentage of marketing respondents that use each channel for demand generation.
Volume of Leads by Channel
The chart below is ranked from highest to lowest percentage of marketers identifying the channel as high volume.
Quality of Leads by Channel
The chart below is ranked from highest to lowest percentage of marketers identifying the channel as producing high quality leads.
Cost by Channel
The chart below is ranked from highest to lowest percentage of marketers identifying the channel as low cost-per-lead.
Quantity of Leads by Content or Offer
Here’s how each content or offer ranked from the highest to lowest percentage of marketers viewing them as high volume.
Quality of Leads by Content or Offer
Here’s how they ranked from the highest to lowest percentage of marketers viewing the content or offer as high quality.
Most Popular Content or Offer
The graph below illustrates the percentage of marketing respondents that use each content or offer for demand generation.
Overall Demand Generation Spend Plans for 2013
The chart below shows how marketers will adjust their spending plans relative to what they allocated for programs in 2012.
Spend Plans by Channel This Year
The chart below reveals how marketers will adjust their spending plans by channel in 2013 relative to 2012.
About the Sample
We collected 155 responses from Sept. 26 to Nov. 12, 2012. Below is a breakdown of the sample by industry, business size, marketing budget and seniority.Demographics by Industry
Demographics by Number of Employees
Demographics by Marketing Budget
Demographics by Seniority
1 comment:
It is great to see that within the B2B realm, that businesses are finally starting to prioritize Email Marketing, SEO, and Social Media. A lot of B2B companies have been afraid of venturing into social media and content marketing, a lot of times because many B2B corporations are very niche and have very specific audiences. However, marketing in general is trending towards the digital side, and it's about time B2B marketers are getting in on the action.
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